Brandwave

Assurant vs State Farm:Which is more popular?

In September 2026, State Farm had more branded searches than Assurant among renters insurance companies in the United States. State Farm had about 60,500 branded searches, while Assurant had 34,100. State Farm made up 14.4% of all renters insurance company searches we track, and Assurant accounted for 8.1%. When we asked ChatGPT and Google AI Overviews about renters insurance companies, State Farm appeared in four of the five answers and Assurant in none.

Among renters insurance companies in the United States in September 2026

Who do people search for more?

State Farm, about 77% more searches than Assurant

State Farm 60.5K searchesAssurant 34.1K searches

Who does AI mention more?

State Farm, mentioned in 4 of 5 answers, Assurant in 0

State Farm in 4 of 5Assurant in 0 of 5

Who does AI recommend more?

State Farm, the only one of the two named

State Farm first in 4Assurant never named

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Top renters insurance companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, State Farm was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Assurant did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. State Farm1st
  2. Lemonade2nd
  3. Amica3rd
  4. USAA4th
  5. Allstate5th
  6. Progressive–
  7. Assurant–
  8. Liberty Mutual–
  9. Toggle–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Lemonade4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • State Farm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • USAA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amica3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Allstate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Progressive0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Assurant0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Liberty Mutual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Toggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about renters insurance companies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Is Assurant or State Farm more popular in search?

This chart shows how often people search Google for Assurant and State Farm by name. Each line represents a brand's share of searches for all nine renters insurance companies we track, month by month, from searches in United States.

Assurant and State Farm among renters insurance companies in the United States, by month

Share of searches by month for State Farm, Assurant. The figures are in the table below the chart.

View monthly share of searches table
MonthLemonadeAllstateState FarmProgressiveAssurantLiberty MutualToggleUSAAAmica
Oct 202526.7%6.5%14.6%14.6%15.2%2.4%15.9%3.6%0.7%
Nov 202526.4%7.9%14.5%14.5%15%2.4%15.8%2.9%0.69%
Dec 202522.9%6.8%18.7%22.9%13%1.7%11%2.5%0.49%
Jan 202626.5%21.7%14.5%11.9%10.1%1.9%10.4%2.4%0.56%
Feb 202627.7%10.1%27.7%10.1%8.6%3.7%9%2.5%0.58%
Mar 202628.2%8.5%19%23.2%8.8%2.1%7.6%2.1%0.49%
Apr 202628.8%10.5%15.7%19.2%10.9%1.7%9.2%3.1%0.76%
May 202635.1%19.3%19.3%8.6%7.3%1.4%5.1%3.1%0.77%
Jun 202636.5%4.9%20%20%7.6%1.8%5.3%3.3%0.64%
Jul 202635.2%7.1%15.8%23.4%7.3%1.7%5.1%3.9%0.62%
Aug 202639.8%6.5%14.6%11.9%12.3%2.4%7%4.4%1.1%
Sep 202639.3%14.4%14.4%9.7%8.1%6.5%4.6%2.4%0.57%

How has the Assurant and State Farm comparison changed over the last 12 months?

3 findings

How did search popularity change for United States renters insurance companies in September 2026?

3 changes

  1. In September 2026, Allstate overtook State Farm and 3 others to rank 2nd among renters insurance companies in the United States, with 14.4% of the searches.

  2. In September 2026, Assurant lost share of searches among renters insurance companies in the United States, from 12.3% to 8.1%.

  3. State Farm’s share of searches among renters insurance companies in the United States has lost ground for 3 months in a row, from 20% to 14.4% in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Assurant’s and State Farm’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Assurant

2 branded search terms

  • assurant renters
  • assurant renters insurance

State Farm

1 branded search term

  • state farm renters insurance

How the Brand Demand Index is measured

Other head-to-heads among renters insurance companies

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